HolisticYogaNL - assignment 3

Sweta Singh is the owner of HolisticYogaNL and the emissary of the Embassy of India in charge of organising the International Day of Yoga on 21 June every year in Groningen. HolisticYogaNL is also organising smaller events. All events usually end with enjoying food. HolisticYogaNL collaborates with other entities for the free events. 

Ms. Singh brands herself as a holistic coach, focusing on healthy eating, healthy lifestyle and mobility, a wide-spectrum approach. Depending on the target group, Ms. Singh decides what is good for the individual, aligning body mind and emotions. Instagram and Facebook are her main channels. She is recognized for what she does so passionately. She has big dreamsand she wants to make her brand big: healthy living and healthy lifestyle. Additionally, she wants to build a strong international community in Groningen focusing on healthy living and sharing good practices. 

On 14 November 2026, HolisticYogaNL and its partners are organising a multicultural public event called Deepotsav 2026. The event will feature cultural programmes, a small exhibition, and dinner. It is a non-profit initiative focused on promoting cultural integration, social interaction, and community engagement. The event is open to people from all backgrounds and age groups. Everything is open and free of charge except for a fixed contribution for the cost of the food. The location of the event is already booked and has enough space to host 200 people. Ms Singh would however like to not fill it to maximum capacity so people can enjoy a nice event, and not a crowded one.  

The vision is to enable a collective experience in preparation of the upcoming dark winter days, in which people can eat, drink, dance, sing poems, dress up, enjoy each other’s company and make friends. The purpose is to increase social cohesion and support community building. It is meant to be a multicultural event embracing diversity. Although the origin of the idea and its timing is linked to the Diwali festival of lights, Ms Singh would like the communication to be broader and focus on the vision first and foremost.  

The event requires a short-term communication approach that fits the brand and has positive impact on the future development of the brand. The deadline is a tight one. In Ms Singh’s experience, communication about these types of events works better closer to the event, so there is still time. 

There are three different target groups connected to this event: 

• Participants: anyone who would like to attend and enjoy the company and the activities, focusing on the need for connection and community. 

• Sponsors: There are quite some costs involved in organising such a celebration. Ms Singh has reached out to some sponsors already, but it is necessary to get more. For instance, she is hoping to receive the support of the Municipality of Groningen in this endeavour. 

• (Local) Celebrities: Ms Singh would like for some (local) people of influence to join the event in order to boost overall participation, for example well-known football player Arjen Robben.  

The client would like insight into the profiles of these target groups and recommendations on how to reach them and persuade them to join the event in the shortest time possible. The opportunity to implement the recommendations and then test the approach at the event is there, providing a full-circle short-term communication challenge.  

In short, the assignment is to investigate the three targe groups, propose names for the second and third one, communicate effectively with all groups, test the communication effectiveness at the event, and provide advice for the client for future event and brand communication. The client would like preferably to have two students (preferably one of them Dutch in order to link to local entities) take on this assignment and: 

• Explore the three general target groups proposed by the client, conduct an analysis into them, provide recommendations for how to best reach them in the shortest time possible and what the communication should look like (including channels).  

• Create a simple communication approach based on the recommendations.  

• Implement the communication in cooperation with the client. 

• Test the effectiveness of the communication approach at the event and provide further recommendations for the client’s communication. 

This assignment can be done individually or in a group of 2 students.